Friday, February 1, 2013

I don't really know what NOM is crowing about regarding Chick-fil-A

Chick-fil-A
National Organization for Marriage headline reads VICTORY: Chick-Fil-A Sales Up $500 Million as 96 New Locations Open. They then proceed to take credit for the increase due to their "Chick-fil-A appreciation day" in late summer, early fall.

NOM mistakenly prints the sales increase as 14%. It is 12%. That's important because the prior year it was 13% which means that the growth rate is slowing. I alerted the AJC (the source) to the mathematical error.

First of all, that depicts a slowing growth rate in revenues. From 2010-2011 that was In 2011, the company announced that same store sales increased 7%. Thus, their growth is disproportionately dependent on new franchises They did not report same-store sales comparisons this year. However, proforma it looks like same-store sales were somewhere between flat and a modest 3% increase.

More importantly, the brand is damaged. Every poll shows that Americans overwhelmingly favor LGBT equality.

Just to reiterate an earlier post:

Chick-fil-A does not appear to be an equal opportunity employer when it comes to LGBT people. Unless that changes, I don't really care how much greasy chicken they sell.
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